How to sell underwear

The business associated with underwear can be called one of the most promising. Changes in design and styles cannot be called swift, the seasonal factor hardly affects sales - all this makes such a business very attractive.

You will need

• - trade area

• - start-up capital

Instruction manual

1

When you open a lingerie store, positioning and location come to the fore. Before starting such a business, be sure to determine the target audience by conducting preliminary marketing research. You may find that in the selected area there are not enough stores with large linen, or, conversely, with luxurious, expensive models.

Depending on the positioning, pay attention to the design of the trading area. If you open a lingerie store under a franchise of a well-known brand, the supplier will surely provide you with trading equipment and give recommendations on the design of the boutique. In any case, you need to create a pleasant, attractive atmosphere. Choose pastel colors, clear lines, the most convenient and affordable brackets for your design, put a sofa (often women are accompanied by their companions who want to relax), turn on pleasant music.

2

In the lingerie store, changing rooms are not just mandatory. It is important to work on their functionality in detail, since in the case of goods of this specificity, fitting is the decisive factor for making a purchasing decision.

Many women experience discomfort and reluctance for anyone to see them naked. Therefore, make sure that the cabin is closed completely with a thick curtain or a door with a simple lock. In the cab, install a mirror, put a soft clean rug, bedside table or shelf for a bag, as well as a sufficient number of hooks and hangers, because the buyer will have to undress completely. Place disposable foot wipes and place a container with wet wipes.

Be sure to work on the backlight. Too bright or yellowish light can visually emphasize imperfections on the body that a woman may not have even noticed before. The light should be a little muffled and diffused to smooth out minor imperfections, and the lamps should be placed behind.

The sales assistant should always be ready at the dressing room to change models, because the buyer is unlikely to be able to enter the trading floor himself.

3

When selecting an assortment, do not focus only on underwear. Allow 20-30% for related products. Selling exclusively underwear may not be that cost-effective. Depending on the area, enter into your assortment bathrobes, peignoirs, swimwear, stockings, corsets, scented candles, body lotions. By the way, candles, pillows, jewelry, silk peignoirs are perfect for window dressing: you can use them to create an interesting composition.

You can take part of the space for men's underwear. If the goods for men will be in your assortment, be sure to label it on the window, for example, by placing a male mannequin. Otherwise, the stronger sex will bypass your store.

note

Unfortunately, expensive underwear can become an object of theft: any item fits even in your pocket. With a large flow of customers it is quite difficult to control. Get for your store a system for installing protective tags (alarms), which are removed at the checkout.

Useful advice

Make sure that underwear has protective hygienic films. As a rule, they are present in most brands, however, they often come off during numerous fitting

• Article on the sale of underwear (Eng.)
• fitting rooms for underwear